A staff member at The Jolly Butchers pub told Eastlondonlines that they won the award after offering their “best services” to their diverse customers, as well as their beer selection.

The Beard Liberation Front, described as an “informal network of beard wearers”, is an organisation that campaigns in support of beards and against anti-beard discrimination.

Keith Flett, the Beard Liberation Front organiser, told Eastlondonlines: “75 to 80 per cent of the total customers who go to the Jolly Butchers are beard wearers, the pub is giving an outstanding contribution for drinking diversity and anti-beard discrimination.”

He also warned that, with cities like Cardiff, Manchester and Bristol “catching up”, Hackney may face challenges to its crown.

Criteria for the qualified pubs included: welcoming “the hirsute”, having a significant number of hirsute customers, employing bearded staff and having beard-friendly beers.